Ruben Östlund Launches MyList in Sweden, Pushing Human Picks Over Algorithms

2 articles · Updated · Hollywood Reporter · May 21

MyList has launched in Sweden as an ad-supported, free film-recommendation platform from Ruben Östlund, Felix Herngren and Johan Kindblom, built around personal lists rather than ratings or algorithmic feeds.
The founders say frustration with streaming discovery tools and aggregated scores drove the project, with contributors adding themed recommendations and personal context instead of simple numerical reviews.
Top-5 lists are already live from Kirsten Dunst, Daniel Brühl, Keanu Reeves, Pawel Pawlikowski and Sean Baker, while the site links recommended films to available streaming services in each user's region.
Netflix has not yet signed on, theatrical-screening links are still to come, and the team says an English-language version will arrive soon before a broader European and global rollout.

Without Netflix, can a human-powered recommendation site truly challenge the streaming giants' algorithmic dominance?

Will celebrity-curated film lists create new echo chambers, defeating the platform’s purpose?

With a documentary capturing his every move, is Ruben Östlund's new film a creative risk or a calculated career gamble?